Ferrari Purosangue or Lamborghini Urus? Here's the Italian SUV that Americans love

In the American market, Italian luxury SUVs are more than just means of transport: they are symbols of prestige and performance. But between the Ferrari Purosangue and Lamborghini Urus, the gap is widening. And against all the odds, Lamborghini is the clear winner.

Between January and October 2025, 1474 Lamborghini Urus were registered in the USA, compared with just 321 Ferrari Purosangue. The ratio speaks for itself: for every Purosangue delivered, more than four Urus are sold. Yet both models embody the quintessential Italian sports SUV: spectacular design, exceptional engines and breathtaking finishes. So why the difference?

A question of strategy, availability and price

At Ferrari, rarity is part of the DNA. The brand has decided to limit worldwide production of the Purosangue to around 20 % of the annual total. As a result, allocations for the United States are extremely limited, and delivery times can reach 24 to 36 months. In other words, even with the best will in the world, Ferrari can't (or won't) keep up with demand.

In contrast, Lamborghini imposes no production limit for its Urus, which has become the cornerstone of the brand. In 2025, over the period January-September, almost 6,000 Urus delivered worldwiderepresenting almost 75 % of Lamborghini sales.

And then there's the inescapable fact of price. In the U.S., the Lamborghini Urus starts at around $240,000 (excluding tax), while the Ferrari Purosangue retails for at least $440,000 - almost twice as much. Admittedly, the Ferrari houses an exceptional atmospheric V12, while the Lamborghini opts for an electrified twin-turbo V8 in its recent PHEV version, but in economic terms, the difference remains massive.

America's favorite Italian SUV

When you add up the figures, the conclusion is clear:

• Ferrari Purosangue: 321 registrations (11.6 % of Ferrari USA sales)
• Lamborghini Urus: 1,474 registrations (54.5 % of Lamborghini USA sales)

The Urus has thus established itself not only as the most popular Italian SUV in the USA, but also as one of the pillars of Lamborghini's commercial success.

The Purosangue embodies Ferrari exclusivity, but its ultra-selective access and astronomical price tag make it almost a collector's item. The Urus, on the other hand, plays the card of (relatively) accessible luxury and availability, appealing to a wealthy clientele in search of an SUV that is at once sporty, statuesque and usable on a daily basis. The verdict is clear: in the USA, the Italian SUV that Americans love is the Lamborghini Urus.